Monday, November 26, 2007

Culture Industry: DA REMIX!

Someone tipped me off to this paper by Xiaochang Li, a Comparative Media Studies master's student at MIT on Soulja Boy in the context of "viral video." Let me say that it is more than worth your time to read this, in the same way that it is more than worth your time to watch the YouTube video that Soulja Boy released and on which this paper comments.


Aiyo, Lil Chang, lemme break dis one down for you. Aite, one, you've clearly read some Noam Chomsky or something. I'm sure your school makes you read all the pomo-generator shit that MIT Press puts out. Lemme hit you with some fresh azz isht: dis Culture Industry jaint, by my dog T.Ado (Theodor Adorno).

Lil Chang seems to unquestioningly accept the "Soulja Boy phenomenon" as a story of someone "making it big" without the assistance of - even in defiance of - mainstream labels and the corporate culture-industry-esque record industry. Soulja uses methods "theoretically available to every member of his generation" to promote himself; though his goals may be self-promotion and financial gain, he supposedly has found a way to achieve these goals in such a way that the power is in his hands and not that of the corporation - he makes them come to him (as evidenced by the fact that he IMs the record executive, instructing him to "Meet me at my crib"). Though the culture industry is intact, it is seemingly just a shell of its former self, eviscerated of any economic power, and only providing the means through which the individual can realize himself. (Isn't this already sounding suspiciously like the free-market wet-dream?)

Lil Chang really hits his or her stride, however, when they break down the utopian political possibilities engendered by Soulja Boy's viral video self-promotion:

"What's more, there are a number of disparate groups represented across gender, age, and location, all of them reinterpreting the dance through their own communities, and linked through their ability to watch the videos across various devices, emphasizing at once a sense of connectivity, but also an urge to represent local communities and groups. In short, Soulja Boy as a phenomenon presents itself as more of a mode than a community, a practice that allows existing communities based on characteristics that are generally thought to be "disappeared" in the digital space (gender, age, race etc.) to foreground themselves."

(By the way, hasn't your thesis advisor at MIT told you that identity politics is DEFINITELY not hip anymore?)

Let's grant Lil' Chang that this phenomenon really does represent the possibility of individuals having access to the tools to "make it" in a radically democratic way that was never before possible. Though I think this is a bit utopian - isn't this the type of claim that's been made for every new form of mass media in democratic states? - we can let it stand. In fact, I think Lil Chang's argument reveal itself to be even more pwned if we grant that this is the case. Because if Soldier Boy has used radically democratic means to achieve his dream, we must next ask: what is his dream? What has he achieved?

He has precisely pwned himself, and this time it's not something to be proud of. As Adorno trenchantly perceived over 60 years ago, the culture industry (i.e., capital's colonization of the cultural sphere) has most insidiously and effectively achieved its ends precisely when it seems to have gentrified itself, when the desires of the masses are seamlessly congruent with the interests of capital. What the culture industry is 'selling' is mass culture as such, or better capitalism as such - a subjectivity perfectly adapted to the imperative of culture that is purchaseable, disposable, and constantly unfulfulling (thus creating the need for ever more consumption). One line T.Ado drops is particularly on point here: "The culture industry does not so much fabricate the dreams of the customers as introduce the dreams of the suppliers among the people." Thus it is not just that we are 'sold' the idea that we want a certain type of culture, or that we want ever more of it, but that this type of culture is essentially a conduit for the reproduction of subjectivities that are subjected to capital. Having "made it," having "achieved his dream," what will Soulja Boy do now? Well, he's signed to a major label, so most of the (substantial) profits from CD sales, tours, merchandise (tee-shirts, customizable Soulja Boy shades - did they come up with the idea to sell those after he wore them or was it the other way around?) will go to the label owner. But he will become rich too; then he'll buy lots of shit, such as the shit that he talks about in the song (BAPES, etc) that he probably couldn't afford when he was first rapping about it.

This much touted "radical democratic" "convergent" media which brought Soulja Boy to fame has achieving nothing more than reproducing the economic structure which it supposedly evaded and laying the ground for its further acceptance in the millions who watch, listen to, and buy Soulja Boy. Soulja Boy may feel himself to have "achieved", to have become successful, and - as have similar artists whose careers progressed the "normal" way, i.e. through being promoted by a label - he is successful, and he probably is happy. Without going into the question of false consciousness, the point is that the objective effect of his use of "viral video" and "radical-democratic" media is the same as if his rise to fame were due to overpromotion through marketing, except that now, the labels don't have to waste their money, Soulja Boy did all the work for them, and the profits - but more importantly the reproduction of mass culture - will be generated just the same. Soulja Boy may be evidence of a "new" trajectory for mass cultural phenomena, but to look naively at this as an instance of increasing individual creative freedom and self-actualization ignores the end result of such "new media," which is anything but liberatory.

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